Primary Wants

Last week I introduced the five "wants" that every buyer has. Those are:

• Primary Want
• Product and Service Want
• Provider Want
• Benefit Want
• Price Want

I mentioned that understanding these wants can guide you in positioning your solution so your prospects clearly see the value of working with you. Let's take a look at how you do this.

I'll start with the Primary Want.

One of the goals of positioning is to set yourself apart in such a way that prospects perceive you truly understand them, their world, their particular issues and their pain. Certain key words and phrases not only demonstrate understanding; they resonate in a positive way with prospects. Obviously, 'trigger' words differ from one prospect to the next so it's important to understand and study the market segments you sell to and learn the key words and phrases that position you well.

When you position yourself and present to your prospects/customers, be certain to include words that demonstrate understanding, empathy, and appreciation for your buyers' role and his/her world. For example, if you serve the franchisee market, here are some phrases that franchisees respond to positively:

• Be your own person
• Turnkey
• Being in charge

just to mention a few. Skillfully including phrases like these when you position your solution immediately demonstrates to the franchisee that you understand their world. That sense of understanding helps you establish a bond between you and your prospect more quickly.

Here's how it looks from the prospect's point of view:
You are a salesperson who understands me. As a result, I am more likely to trust you, listen to you, and see value in working with you.

In the above example, your words demonstrate recognition of what your prospect truly wants. independence and being in charge, the primary want of the franchisee. You're not finished, but you've opened your sales presentation well by positioning yourself as a much stronger resource than others who continue to approach each prospect as if they're just like every other prospect. Doing that is saying you still believe one size fits all! My solution works for everyone, no matter what they want. Do you truly believe that's how people buy?